If money were no object, it would be easy to decide which advertising medium to go with. All of them! Unfortunately, the reality is that even with a hefty advertising budget, it is a challenge to create memorable advertising.
So unless you have truckloads of money to spend, you should try one medium at a time. What works for one product or service may not work for the next. There are so many different variables that can affect the results of an advertising campaign—from ad copy to the weather. You will simply have to test the effectiveness of your message in each medium to find the best vehicle for promoting your product. Advertising is an art, not a science!
Relative impact of different advertising media
Relative impact of different advertising media
- Direct mail has the highest impact of any medium. Your message reaches each recipient in a personalized way and at a moment they have chosen to consider your message. The cost of reaching an individual through direct mail can be even greater than television, making it the most expensive advertising medium per person reached.
